Digital and Mobile Marketing

Technology and tools of digital marketing. Understanding people through digital anthropology. Digital customers. Digital marketing and the digital economy. Digital marketing strategy and planning. Website design and development. Customer experience strategy (CX strategy). Customer journey mapping. Online and mobile shopping. Typology of digital promotion media and techniques. Social media marketing. Digital transformation and innovation in digital marketing – AI-driven marketing (chatbots), programmatic marketing/advertising, neuromarketing (eye tracking), the sharing economy model, the crowdsourcing/crowdfunding model, the gamification model, price comparison websites, Internet of Things (IoT). Search engine optimization. Metrics and data analysis. Mobile commerce today. In-app experiences and advertising. Mobile devices for marketing. Key characteristics of mobile marketing. Technology: the main features of mobile devices. Mobile marketing tools: forms of advertising.